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Social Media Journey




#SocialMediaJourney                     www.LiberMedia.nl
Hello everyone,
      My name is Lieke and I’m with @LiberMedia




#SocialMediaJourney                               www.LiberMedia.nl
First I have a few questions for you




#SocialMediaJourney                         www.LiberMedia.nl
MARKETING STRATEGY

#SocialMediaJourney          www.LiberMedia.nl
Who says What to Whom in Which Channel with What Effect


                                             This is where                               Let’s all pee
                I’m very good at peeing          I pee                                together in circles
                                                                    I am #peeing
                                                                       @toilet
  I peed




                                    History of peeing                               Other users who
 There’s an                                                                          peed here also
app for that!                                                                      peed in so-and-so-
                 Look what I did!                                                        place
                                                        This is a good place
                                                         to pee – I should
    #SocialMediaJourney                                                            www.LiberMedia.nl
                                                           remember it
ENGAGE

#SocialMediaJourney   www.LiberMedia.nl
Be pro-active & listen




#SocialMediaJourney      www.LiberMedia.nl
According to Patrick, one of our
                 followers, internet in the KLM
                 lounges at Schiphol was too slow.
                 We did some research and he was
                 right! We increased wifi bandwidth
                 and internet speed. Surfing is
                 definitely more fun now ;-)




                                                      Interact, assist, guide, respond

#SocialMediaJourney                                                www.LiberMedia.nl
Consumers S H A R E !

#SocialMediaJourney                                       www.LiberMedia.nl
                      Source: http://www.flickr.com
DELIVER DREAMS

#SocialMediaJourney      www.LiberMedia.nl
Remember this?




#SocialMediaJourney                 11
                      www.LiberMedia.nl
RESULTS:

 Global news coverage (CNN, BBC, Time Magazine). Estimated media coverage is valued at over AUD $400 million
34,684, one minute video job applications from 197 countries (it would take over 24 days to watch them non-stop)
      Web stats of 8,465,280 unique visits, 55,002,415 page views with an 8.25 minutes average time spent

 #SocialMediaJourney                                                                                       12
                                                                                             www.LiberMedia.nl
                              Source: http://www.ourawardentry.com.au/bestjob/results.html
#SocialMediaJourney                                                        13
                                                             www.LiberMedia.nl
                      Source: http://www.islandreefjob.com
INTEGRATE

#SocialMediaJourney   www.LiberMedia.nl
One-stop-shop concept is
                                                                  quick, easy and inspiring



                                                                 Opportunity to co-operate




#SocialMediaJourney                                                       www.LiberMedia.nl
                      Source: http://www.norfolklinetravel.com
#SocialMediaJourney                                              www.LiberMedia.nl
                      Source: http://www.norfolklinetravel.com
NEWSFLASH:
Mobile is easy, quick
and it’s here to stay




#SocialMediaJourney                                    www.LiberMedia.nl
                        Source: http://www.kayak.com
#SocialMediaJourney   www.LiberMedia.nl
ANALYSE

#SocialMediaJourney   www.LiberMedia.nl
Booking/reference number
                                         Journey-leg (day, weekend, week)
                                         Company (single, couple, family)
                                         Email address
                                         Nationality
                       Data you have     Age



                                                       Connect
                                                           the
                                                             dots



                      Data you receive   Invite customers per email


                                         Zoom in on random questions
                                         Demographic feedback analysis




#SocialMediaJourney                                          www.LiberMedia.nl
PTQ Subject Title Response Rates

   17%                                                     19%
                                             21%
                26%          26%
                                                                         33%

   18%                                                     14%
                                             16%
                9%           13%

                                                                         10%
                                             14%           20%                     "Your feedback counts!"
   26%          22%          17%
                                                                                   "Help us help Save the Children"
                                                                         13%
                                                                                   "Let us know how we are doing"
                                                                                   "We value your opinion"
                                             23%
                             18%                           23%                     "Your feedback would be appreciated"
                19%                                                      19%
   20%




                             28%             27%
   22%          24%                                        24%           23%




11th March   12th March   13th March      14th March    15th March    16th March




#SocialMediaJourney                                                                                                   www.LiberMedia.nl
MARKETING STRATEGY

     ENGAGE

     DELIVER DREAMS

     INTEGRATE

     ANALYSE

#SocialMediaJourney       www.LiberMedia.nl
Photo credits

   Slide 01: Arizona desert, USA – personal archive
   Slide 02: Pont Faidherbe, Saint Louis, Senegal – personal archive
   Slide 03: Wadi Rum, Jordan – personal archive
   Slide 04: “Marketing” photo by Anne Geddy (http://www.flickr.com/photos/16002150@N08/2006266695)
   Slide 06: “Engage” photo by DotBenjamin (http://www.flickr.com/photos/dotbenjamin/2843144877)
   Slide 10: “Deliver Dreams”, from http://pictorant.wordpress.com
   Slide 14: “Integrate” photo by Horia Varlan (http://www.flickr.com/photos/horiavarlan/4273913228)
   Slide 18: Screenshots by Andoni
   Slide 19: “Analyse” photo by Wrote (http://www.flickr.com/photos/wrote/2419168625)




                                                                                        www.libermedia.nl

                                                                                        lieke@libermedia.nl

                                                                                        @LiberMedia

                                                                                        #SocialMediaJourney

#SocialMediaJourney                                                                     www.facebook.com/LiberMedia
                                                                                             www.LiberMedia.nl

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Social Media Journey

  • 2. Hello everyone, My name is Lieke and I’m with @LiberMedia #SocialMediaJourney www.LiberMedia.nl
  • 3. First I have a few questions for you #SocialMediaJourney www.LiberMedia.nl
  • 5. Who says What to Whom in Which Channel with What Effect This is where Let’s all pee I’m very good at peeing I pee together in circles I am #peeing @toilet I peed History of peeing Other users who There’s an peed here also app for that! peed in so-and-so- Look what I did! place This is a good place to pee – I should #SocialMediaJourney www.LiberMedia.nl remember it
  • 6. ENGAGE #SocialMediaJourney www.LiberMedia.nl
  • 7. Be pro-active & listen #SocialMediaJourney www.LiberMedia.nl
  • 8. According to Patrick, one of our followers, internet in the KLM lounges at Schiphol was too slow. We did some research and he was right! We increased wifi bandwidth and internet speed. Surfing is definitely more fun now ;-) Interact, assist, guide, respond #SocialMediaJourney www.LiberMedia.nl
  • 9. Consumers S H A R E ! #SocialMediaJourney www.LiberMedia.nl Source: http://www.flickr.com
  • 11. Remember this? #SocialMediaJourney 11 www.LiberMedia.nl
  • 12. RESULTS: Global news coverage (CNN, BBC, Time Magazine). Estimated media coverage is valued at over AUD $400 million 34,684, one minute video job applications from 197 countries (it would take over 24 days to watch them non-stop) Web stats of 8,465,280 unique visits, 55,002,415 page views with an 8.25 minutes average time spent #SocialMediaJourney 12 www.LiberMedia.nl Source: http://www.ourawardentry.com.au/bestjob/results.html
  • 13. #SocialMediaJourney 13 www.LiberMedia.nl Source: http://www.islandreefjob.com
  • 14. INTEGRATE #SocialMediaJourney www.LiberMedia.nl
  • 15. One-stop-shop concept is quick, easy and inspiring Opportunity to co-operate #SocialMediaJourney www.LiberMedia.nl Source: http://www.norfolklinetravel.com
  • 16. #SocialMediaJourney www.LiberMedia.nl Source: http://www.norfolklinetravel.com
  • 17. NEWSFLASH: Mobile is easy, quick and it’s here to stay #SocialMediaJourney www.LiberMedia.nl Source: http://www.kayak.com
  • 18. #SocialMediaJourney www.LiberMedia.nl
  • 19. ANALYSE #SocialMediaJourney www.LiberMedia.nl
  • 20. Booking/reference number Journey-leg (day, weekend, week) Company (single, couple, family) Email address Nationality Data you have Age Connect the dots Data you receive Invite customers per email Zoom in on random questions Demographic feedback analysis #SocialMediaJourney www.LiberMedia.nl
  • 21. PTQ Subject Title Response Rates 17% 19% 21% 26% 26% 33% 18% 14% 16% 9% 13% 10% 14% 20% "Your feedback counts!" 26% 22% 17% "Help us help Save the Children" 13% "Let us know how we are doing" "We value your opinion" 23% 18% 23% "Your feedback would be appreciated" 19% 19% 20% 28% 27% 22% 24% 24% 23% 11th March 12th March 13th March 14th March 15th March 16th March #SocialMediaJourney www.LiberMedia.nl
  • 22. MARKETING STRATEGY ENGAGE DELIVER DREAMS INTEGRATE ANALYSE #SocialMediaJourney www.LiberMedia.nl
  • 23. Photo credits Slide 01: Arizona desert, USA – personal archive Slide 02: Pont Faidherbe, Saint Louis, Senegal – personal archive Slide 03: Wadi Rum, Jordan – personal archive Slide 04: “Marketing” photo by Anne Geddy (http://www.flickr.com/photos/16002150@N08/2006266695) Slide 06: “Engage” photo by DotBenjamin (http://www.flickr.com/photos/dotbenjamin/2843144877) Slide 10: “Deliver Dreams”, from http://pictorant.wordpress.com Slide 14: “Integrate” photo by Horia Varlan (http://www.flickr.com/photos/horiavarlan/4273913228) Slide 18: Screenshots by Andoni Slide 19: “Analyse” photo by Wrote (http://www.flickr.com/photos/wrote/2419168625) www.libermedia.nl lieke@libermedia.nl @LiberMedia #SocialMediaJourney #SocialMediaJourney www.facebook.com/LiberMedia www.LiberMedia.nl

Editor's Notes

  1. Online questionnaireResponse ratebefore: 0,1882% Response rateafter: 14,8%Volume before: 7.13 per day Volume after: 59 per day
  2. Online questionnaireResponse ratebefore: 0,1882% Response rateafter: 14,8%Volume before: 7.13 per day Volume after: 59 per day